The Influences of Personalized Online Advertisements on Purchase Intention: Exploring The Mediating Effects of Perceived Benefits, Privacy Concerns and Attitudes toward the Brand
Keywords:
Personalized online advertisements, Perceived benefits, Privacy concern, Brand attitude, Purchase intention, Personalized online advertisements, Perceived benefits, Privacy concern, Brand attitude, Purchase intentionAbstract
Personalized online advertisements are more efficient than traditional advertisements. This is because personalized online advertisements promise to deliver consumers more relevant advertisements. The objectives of this study were the following: 1) To study the influences of personalized online advertisements on purchase intention through the mediation of perceived benefits, privacy concerns, and attitudes toward the brand. 2) To study the influences of personalized online advertisements with sales promotion-focused on purchase intention through the mediation of perceived benefits, privacy concerns, and attitudes toward the brand. 3) To study the influences of personalized online advertisements with information-focused on purchase intention through the mediation of perceived benefits, privacy concerns, and attitudes toward the brand. The data from 429 samples were analyzed using structural equation modeling. The results were as follows: 1) Personalized online advertisements have a positive indirect effect on purchase intention through the mediation of perceived benefits, privacy concerns, and attitudes toward the brand. 2) Personalized online advertisements with sales promotion-focused have a positive indirect effect on purchase intention through the mediation of perceived benefits, privacy concerns, and attitudes toward the brand. 3) Personalized online advertisements with information-focused have a negative indirect effect on purchase intention through the mediation of perceived benefits, privacy concerns, and attitudes toward the brand.
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